Project: Barbie Brand Overhaul Mainline and Customized
Client: Mattel
Service Provided: Creative Direction and Design
Shown here is a very small sample of the thousands of dolls (bathing suit dolls, brides, princesses, feature dolls, etc.) that received a complete branding overhaul during my time as Creative Director for the brand.
The refresh, 1999 through 2001, introduced a more sophisticated graphic style, greater window space in the structure, and more dimension in display of the product. The big challenge was that the core graphic elements of the branding were strongly applied to sides of each box but not visible on the face of every package. That meant the overall communication of the brand had to be primarily spoken through general aesthetic and style of hundreds of differentiated products.